The Dark Side of CRM

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

Over the past decades, customer relationship management has directed their efforts towards customising promotions, offers and deals to suit the individual customers, and with technological advances, firms' efforts have shown to be increasingly effective. However, there are paradoxes in marketing practitioners' efforts to build personalised deals and relationships. In this paper, I propose 5 propositions about the 'darker sides' of CRM, introducing these paradoxes and pitfalls that should be considered in the implementation of CRM and in efforts to build buyer-seller relationships. These propositions include (1) the one-to-one dilemma; (2) selecting and favouring customers; (3) the relationship symmetry; (4) monitoring, tracking and using customer behavioural data; and (5) neglecting the relationship trust. The implications for managers are evident. Findings starkly reveal the importance of understanding the role of fairness, transparency, goodwill and trust in customer relationship management than previously considered.
OriginalsprogEngelsk
TidsskriftThe Marketing Review
Vol/bind11
Udgave nummer2
Sider (fra-til)137-149
Antal sider13
ISSN1469-347X
StatusUdgivet - 1. aug. 2011
Udgivet eksterntJa

Fingeraftryk

Paradox
Customer relationship management
Symmetry
Managers
Monitoring
Marketing
Goodwill
Technological advances
Transparency
Fairness
Buyer-seller relationships

Citer dette

Nguyen, Bang. / The Dark Side of CRM. I: The Marketing Review. 2011 ; Bind 11, Nr. 2. s. 137-149.
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Nguyen, B 2011, 'The Dark Side of CRM', The Marketing Review, bind 11, nr. 2, s. 137-149.

The Dark Side of CRM. / Nguyen, Bang.

I: The Marketing Review, Bind 11, Nr. 2, 01.08.2011, s. 137-149.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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